The Email Campaign Report

The Email Campaign Report in Dotdigital can be used to analyse the success of your Email Campaigns.

This article explains how to run and understand the Email Campaign Report and what is available additionally under More Reports.

In this article:

How to view an Email Report
Reading an Email Campaign Report
More Reports

How to view an Email Report

The Email Report is found in Dotdigital.

Go to Analytics > Reports:
Select the email campaign you want to view the report for:

TIP: If you can’t see the campaign you are looking for, check the date range. Filter the report to include the time period the campaign was sent.

Reading an Email Campaign Report

There are seven sections to the Email Campaign Report:

Headlines
Banner
Details
Delivery Report
Engagement
Interaction
Split tests

Report Actions

In the top right of the Email report are dropdowns:

Select FILTER to:

Filter the report by Split Test version or Dynamic Content variation

Select REPORT ACTIONS to:

Print the report
Compare the report to reports of other Campaigns

Select MORE REPORTS to see more granular reports for the email campaign.

Headlines

At the top of the email report, there are four headline tiles:

TIP: In Dotdigital, hover over each tile to see more information.

The headline tiles display the following information:

Most common email address domain.
Most common email client.
Click-to-open rate (CTOR) and a comparison to previous campaigns.
The click-to-open rate is calculated as the total number of unique clicks divided by the total number of unique opens, given as a percentage.

For example, if you sent your campaign to 100 contacts. Ten recipients opened it, and five of the ten openers clicked links. Therefore, your CTOR for that campaign is 5/10 x 100 = 50%.

Revenue. Revenue information is not available as part of the integration.

Banner

If contacts are still engaging and interacting with your campaign, a banner will be displayed under the headline tiles:

This banner is removed when no new opens or clicks have occurred for two days.

If your account has the non-human activity filter activated, a banner is displayed on the Email report to state this:

On the Dotdigital Help Center, you can learn more about how to Filter non-human activity from your email campaign reports.

Email campaign details

Under the Campaign details heading you can see general information about your campaign:

Details include:

The date the campaign was last sent
The campaign type: standard or triggered
The user who sent the campaign
Any Campaign Tags applied to the campaign
The Customer List the campaign was sent to
The From address the campaign was sent from
The subject line

TIP: If your Campaign was sent with Dynamic Content you can hover over the Dynamic Content icon to see each version. In the screenshot above the Dynamic Content section is outlined in blue.

Delivery Report

Under the Delivery report heading you can see a chart which shows how many emails were Delivered, Soft bounced, Hard bounced, or Skipped.

The Delivered metric refers to the number of inboxes that a campaign reaches.

Click each section to view the full report for each metric:

You can read more about the Soft bounced, Hard bounced, or Skipped metrics on the Dotdigital Help Center.

Engagement

The Engagement section includes data about opens.

TIP: Apple's iOS15 and MacOS12 Monterey and later software updates mean that open metrics are unreliable success measure.

You can see the number of:

Opens
Unique openers
Non-openers
Social shares

Optionally, you can also filter to see opens:

In the first 24 hours
Since first send
By time of day

Opens map

The Opens map shows a heat map of where in the world your campaign was opened:

Locations plotted on the map are based on IP address. Therefore, a skewed location can occur if:
- a contact is connected to the server through a VPN
- a dynamic IP address is assigned by the contact's ISP
- a spam filter and/or security software has clicked links and/or downloaded images in your campaign to ensure content quality
- images that are automatically displayed within a campaign are cached and served by a proxy server

Interaction

Under the Interaction heading you can see data about campaign clicks:

You can see the number of:

Clicks
Unique clickers
Click-to-open rate
Page views

Optionally, you can also filter to see clicks by:

Link URL
Link name
Link group

Split tests

If your campaign was a Split Test, the Split Test results section includes details about the Split Test performance:

You can also choose to filter the Email Campaign Report by split test variation. To do this:

Select FILTER: SHOWING ALL, then, in the Filter report side panel, select Who received the selected split test variation:
Select SELECT SPLIT TEST, and select the radio button for the campaign version you want to filter by.
Select APPLY. The report refreshes and updates to display the relevant statistics.

More Reports

Under the More Reports button, you can see additional information about your Campaign Report:

In this article, we'll take a look at the following:

Replies
Most engaged
Email client breakdown
Email domain performance
Map of openers
Top links and clicks
Link hotspot
Unsubscribes
ISP complaints
Soft bounce
Hard bounce

Replies

Under Replies, you can see any responses to your Email Campaign:

Replies will be stored here if you do not set up a forwarding address. You will not receive replies exceeding the size of 10 MB. The contact sending the reply will receive a message telling them their email was too large.

The report has three tabs: Replies, Auto replies, and Challenge replies.

REMINDER: Replies to your campaigns will not be stored in email reports if you have disabled Track all replies for your from address.

Most engaged

The Most engaged tab lists the customers who are most engaged with your email campaign. You can filter this report on the number of opens and clicks.

By default the filter is set to a minimum of three opens and one click. To change these parameters, enter a new value in each field, then click SUBMIT:

Email client breakdown

An email client is the software customers use to read emails, such as Outlook and Apple mail.

The Email client breakdown report shows the most popular email clients used to open the email campaign. Understanding which devices and versions your audience uses can help you know how to thoroughly test your email designs:

You can also view individual email clients to see which versions of the client your customers are using.

Email domain performance

An email domain is the part of an email address that comes after the @ symbol - for example, gmail.com, outlook.com, or yahoo.com for personal emails.

The Email domain performance report lists all of the email domains the campaign was sent to, along with the number of sends, opens and clicks for each domain:

TIP: If you spot a sudden drop in engagement, or an increase in soft or hard bounces, this report can tell you if your problem is related to one particular domain. Take a look at our article on Email Deliverability to find out more.

Map of openers

The map of openers report shows a heat map with the locations of customers who opened the email campaign:

Links and Clicks

The Links and Clicks report shows the number of clicks and unique clicks for each link in your email campaign.

Links will appear as URLs unless you give them a link name for Tracking when designing your email campaign.

Link hotspot

The Link hotspot report shows a heat map of where your customers are clicking inside your email campaigns.

You can view different versions by selecting the different tabs at the top of the panel:

Html
Displays the HTML version of your email campaign. This section shows how many times each link was clicked, as well as the click through rate. Hover over a link to see the number of unique clicks on that link:

Heatmap
Displays the HTML version of your email campaign with a visual indication of which are the most popular links. Red shows high click volume while blue shows a low number of clicks:

Plain text
The Plain text report shows the number of clicks and unique clicks for each link in your email campaign. Hover over a link to see the number of unique clicks on that link.:

Unsubscribes

The Unsubscribed report shows customers who have unsubscribed from your mailing list by clicking the Unsubscribe link in your email campaign.

REMINDER: Unsubscribes from integrated emails are added to the Dotdigital suppression list immediately. Contact Preferences will be updated in Spektrix automatically overnight.

ISP Complaints

An ISP complaint can occur when a customer marks an email received as spam.

The ISP Complaints report lists all of the recipients who've registered an ISP complaint against your email campaign:

If a customer marks one of your emails as spam they’ll be added to your suppression list. Contact Preferences will be updated in Spektrix automatically overnight.

Soft Bounce

A soft bounce occurs when a customer can’t receive an email for a temporary reason such as a full inbox or the receiving domain being unavailable.

The Soft Bounce report lists all of the customers who didn't receive the email campaign due to a soft bounce:

You can filter the list to exclude either soft bounces or mail blocked types. To do this, select the relevant checkbox at the top of the page.

TIP: You can adjust your soft bounce settings to control how many consecutive soft bounces an email address can return before it's added to your suppression list.

Hard bounce

A hard bounce is an email that bounces because the customer’s email address no longer exists, is invalid or is a blocked email address.

The Hard Bounce report lists all of the customers who didn't receive the email campaign due to a hard bounce. Email addresses which return hard bounces are immediately added to the suppression list to help manage sending reputation: